You have enemies? Good. That means you’ve stood up for something, sometime in your life…

Wag The Dog

A movie where a president was about to run for reelection when caught with a sex scandal. To divert attention from this incident, he created a fictitious war where he defends the free world.

Independence Day

In this movie, the entire world united as a single entity and fought aliens (the common enemy).

In less than an hour, aircrafts from here will join others around the world. And you will be launching the largest aerial battle in the history of mankind. “Mankind.” That word should have new meaning for all of us today. We can’t be consumed by our petty differences anymore. We will be united in our common interests. Perhaps it’s fate that today is the Fourth of July, and you will once again be fighting for our freedom… Not from tyranny, oppression, or persecution… but from annihilation. We are fighting for our right to live. To exist. And should we win the day, the Fourth of July will no longer be known as an American holiday, but as the day the world declared in one voice: “We will not go quietly into the night! We will not vanish without a fight! We’re going to live on! We’re going to survive!” Today we celebrate our Independence Day!

Watchmen

Veidt created blasts around the world using the blue energy source that Manhattan (character) is made of. President Nixon stated in a televised report that the US and Soviets have allied against their “common enemy,” Manhattan.

January 31, 2011 – New York Times – “Egypt, Opposition Unifies…”

This was hot off the press today…

…the examples go on.

Strength and Unity

What can we conclude from the above examples?

Despite being warring nations, enemies unite to fight a single shared cause. And the stronger the opposition, the more united the supporters will stand. The resistance is like the fire for tempered steel – making it stronger and stronger. So, bring on the fight…just as long as you have a very clear [enemy] focus.

The goal is to find your one unique style (or voice) and create a tribe of clients that will preach the gospel. For example, if you shoot conceptual photography, do not advertise classical and timeless art. You want your focus to be crystal clear.

Yes, you will lose all clients wanting classical and timeless photos, but who cares? You will gain all clients wanting new and conceptual! Don’t be afraid. The word will spread.

Clarification

I had a conversation with a photographer friend (I won’t disclose who unless he wishes me to) and I lent some more clarification.

A flag is something that represents a cause. And more importantly, an enemy is not necessarily a person(s); it’s usually a concept.

For example, if your flag read, “Build successful photography businesses through social media!” This means that your “enemy” is those who think social media is a load of crock, which is fine.

Their argument is that there is no measurable ROI for social media efforts. The more they put down social media, the more your fans/tribe followers will say that their businesses changed for the better because of it. Therefore, creating two opposing sides resolute on their belief systems.

If you have no “enemies,” then you have no [clear] flag.

Bottom line question is, “what do you represent?”

(email ends)

What to do next…

Creating a tribe first requires a flag. This flag must represent everything about your company. A flag is tangible (in concept) and must be able to be duplicated, so that others can also wave this same flag.

1. Comment what your flag will look like or say
2. Share this with friends with Retweet and Facebook buttons below – I will appreciate it very much (and your friends will probably too)

Someone who LOVES watching movies,

Lawrence Chan

P.S. Remember how I have loads of wedding inquiries? So I started sending them out to people in my private forum, but I had to skip a couple of people. The reason was that when I loaded up their “wedding portfolio,” the first image I saw was a newborn portrait, then a family, then a wedding. I was like…………..can’t refer this person.

Lack of focus? Yes.

Get a different website? Please. WordPress blogs are free. Just pay for hosting ($6/month) and a fancy theme.

P.P.S. Isn’t it cool to find marketing strategies in movies too? Wicked. Actually, they’re everywhere. We just need to stop, reflect, and apply.

P.P.P.S. Who is going to WPPI? I have a talk on Sunday from 2pm-4pm. Anyone want to hang for a bit afterward?

P.P.P.P.S. A delightful note from Jeremiah Colling –

We read Lawrence’s pricing e-book and studied the strategies he outlined in the book. Next we re-wrote our entire price guide and modeled it after the one Lawrence uses.

Our average wedding client over the past 3 years has been $3k. After meeting with our first potential client using the new price guide and techniques, they booked us yesterday at …$5900. Just wanted to say thank you Lawrence for sharing your thoughts and ideas as it has significantly helped us to put together a more polished price guide as well as proven to be successful right out of the gate!

P.P.P.P.P.S. When [b]ecker started out in photography, there wasn’t an effective medium for photographers to connect (in a private level). For example, I doubt that anyone would dare ask for critique on a photo posted on Facebook and run the risk of a client seeing its flaws. Well, now it’s possible…and much more.

This is worth checking out – [b]School – Photographers Helping Photographers

They are launching 2.0 on this coming Wednesday. For the latest scoop, sign up for their mailing list. He is starting a movement and I want to blog about it.

I can relate.

• blogging is not that fun
• blogging is time consuming
• why blog? do people even read it?
• how do I validate it being useful? based on number of comments?

Don’t worry. Blog for the sake of blogging. Do it for yourself. But I admit, there are ways to do it more effectively. And over the years, I have been honing this skill and have booked many weddings from it.

Coffee Tour Shared Blogging Techniques

Just a couple of months ago, I went to 13 cities to have coffee with photographers and shared some blogging techniques that I use to book weddings. They are simple things that everyone can do and that will dramatically bring in business.

Think For Your Readers

A lot of times, I hate to admit it myself, it is easier being told what to do rather than to think for ourselves (so pat yourselves on the back – business owners). Even Apple’s Senior Product Innovator said, “At Apple, we like to give our customers features they do not realize they want yet.”

Interesting.

Think about it – a normal photographer’s blog post consists of a short little intro, then a whole slew of images including detail, preparation, bridal portraits, ceremony, couple portraits, kids, reception…and the list continues. At the very bottom of every post, a client has a few options:

1. comment on the blog post (highly unlikely)
2. scroll all the way back up to find a contact button
3. leave the website

In this age of instant information, it’s difficult to expect a reader to know what to do next. Rather, give them options that are seemingly the next steps. After one reads the blog post, I give two choices:

1. view portfolio
2. contact me

Look at Chenin Boutwell‘s blog as an example.

Write Compelling Blog Post Titles

When you have interesting titles, people are more inclined to read them. Let me give you some examples.

1. I Guess Jasmine Star is Making Me Lasagna
2. 3 Steps to Marketing an Idea
3. What Makes A Successful Photography Business?
4. Drinking Too Much Milk Leads To…A Funny Story

Here is an idea for children photographers – “Not Funny – Baby Puked On Me”

Want more ideas? I subscribe to Anthropologie‘s newsletter for inspiration. If you want to subscribe to mine, it’s here.

Transparency

Transparency is what Becker likes to say, “being real.” It’s extending yourself onto the web. Talk about yourself! Good examples would be Becker‘s public love for poker and Jasmine Star‘s kisses and disses.

When clients look at your website, they can connect with you. Remember that you are selling yourself, not your images. To an untrained eye (let’s say most of our clients), all of the photos look the same. Be different.

One last example, consider Perez Hilton and TMZ. Perez Hilton is just as successful (if not more) as one person versus a whole company delivering the same news. Why? He injects his personality and opinions.

So talk about your favorite foods once in a while. Yes, people do read about it.

Write Reviews

Everyone likes reviews because it is inside perspective on something. To help your clients, review things that pertain to them such as bouquets, or destination weddings vs. local weddings, and etc.

Since the wedding season is winding down, use this opportunity to review wedding venues you’ve photographed or all of the different types of bouquets you’ve seen in terms of style and fashion.

Here is a review I did for Contiki Holiday‘s European Tour.

As a result, they published my video on their website and will use my pictures for their 2010 marketing materials!

Thank You

I appreciate everyone who tuned in – there was 594 people who signed on! Nice!

So what are your thoughts? I know many of you are already using the techniques! Give a shout out!

Cheers,

Lawrence Chan

P.S. I just bought a 26″ LED monitor from Costco for my workspace. SO. MUCH. DESKTOP.